Accessible tourism is increasingly being viewed as a commercial opportunity rather than a compliance requirement, with destinations, travel providers and hospitality businesses urged to improve accessibility to tap into a growing market.
Speaking during the opening day of WTM London 2026, representatives from the Spanish Tourist Office outlined how accessibility has become a central pillar of the country's tourism strategy, arguing that the sector must move beyond viewing accessible travel as a niche segment.
The Spanish Tourist Office used the event to launch a new hotel advisory guide and a social media campaign as part of its "Spain for All" programme, an initiative developed over the past three years in collaboration with industry stakeholders and disability advocates.
Announcing the new guidance, Spanish Tourist Office UK Director José Manuel de Juan González said the objective was to help accommodation providers better communicate accessibility information to prospective visitors.
"Today we're publishing a report which gives hotels in Spain and around the world the tools they need to communicate how accessible they are," he said.
The initiative reflects a broader shift across travel and tourism, where accessibility is increasingly being recognised as a competitive differentiator capable of attracting new travellers while improving the customer experience for all passengers.
Miguel Carrasco, Director of Tourism and COO for a group of accessibility organisations involved with the project, argued that accessible tourism should be viewed as a benchmark for quality rather than a specialist offering.
"Accessible tourism is not a different kind of tourism, it is what better tourism looks like," he told delegates.
The discussion at WTM suggests that accessibility is moving higher up the agenda, with destinations, airlines, airports and hospitality providers viewing inclusive travel not simply as a regulatory obligation, but as a driver of future growth.
